Marketing Planning for Decision Making - Research Paper Example

The use of the Internet has not only reconfigured the way different firms do business and the way the consumers buy goods and services, but it has also become an effective instrument in transforming the value chain from manufacturers to retailers to consumers, creating a new retail distribution channel (Donthu and Garcia, 1999).  E-marketing is a powerful tool used by different business organizations around the world. It is defined as the process of achieving marketing objectives through the use of electronic communications technology.

Smith and Chaffey (2001) have provided a 5Ss mnemonic for how the internet can be applied by all business firms for different e-marketing tactics.  These 5S’s are selling, serve, speak, save and sizzle.            E-marketing is also known to be the online marketing strategy utilized by a different company whose objective is to be the best company in their field.  In various countries worldwide, more and more business firms have been using e-marketing strategies in order to be competitive.

  From books, foods and beverages, automobiles, and other products and services, various firms, regardless of their company sizes, are trying to survive by means of an e-marketing strategy.  Aside from being a promotional medium, the internet is a tool for marketing communications as well. Due to its interactive nature, the internet is an efficient method used in communicating with consumers. Hence, several companies are beginning to realize the advantages of using the internet as a tool for communication.

Companies then started to concentrate on designing web-related strategies and employing interactive agencies that will facilitate the development of specific company websites as part of their integrated marketing communication strategy. There are companies, however, that are effectively using the internet by incorporating their web-related strategies with the other areas of their IMC strategies. The approach now becomes integrated and more strategic.Online marketing is considered to be the most expensive yet seems to be the most comprehensive marketing strategy that every company wants to implement and apply.

At present, people, particularly those in the business arena, tend to engage themselves within the trend of rapidly growing technology so as to stay competitive. Upon surfing the internet, various companies have put up their official sites online for customers and potential consumers to view. Online or e-marketing is the latest marketing approach for any firm that wants to effectively market its products and services. In addition, e-marketing enables the company to be known worldwide since more and more people are able to access information derived from the internet.

  Within the business world, where competition is strict, internet marketing is one essential marketing strategy applied by most industries.By taking Sainsbury and its online marketing as an example, the significance of budget in marketing communication can be understood further. Sainsbury has naturally allocated financial support in order to pursue its online services. Since this online access will allow the increased consumer access to Sainsbury, the budget allotted for the marketing communication will eventually be recovered through online purchases.